IIT Roorkee

Advanced Certification in

Digital Marketing
and MarTech

Build a successful
career in Digital Marketing
and MarTech from IIT Roorkee

4.5 MONTHS

www.imarticus.org
 About The The Advanced Certification in Digital
Marketing and MarTech has been

Advanced designed in collaboration with IIT

Certification in
Roorkee, and industry leaders to
provide a cutting-edge experience to

Digital Marketing candidates who wish to enter the

digital marketing and MarTech

and MarTech industry.

Digital marketing enables enterprises

to connect with their potential and
existing customers using different
channels such as social media, email,
applications, etc. In the marketing
field, there is a shortage of
professionals with relevant skills for
the virtual world which has lately been
the primary way of engagement. This
certification gets you ready for
high-demand job roles such as Digital
Marketing Manager, SEO Executive,
Social Media Marketing Executive,
Conversion Rate Optimiser, SEM
Specialist, etc.

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 Program Highlights

IIT Roorkee Association

Imarticus is extremely proud to partner with IIT Roorkee, which is
amongst the foremost institutes of national importance in higher
technological education. Since its establishment, the institute has
played a vital role in providing the technical manpower and know-how
to the country, in pursuit of research.

Engaged Learning
To continue engaged learning, the program employs methodologies
including projects, case studies and live examples from recent digital
marketing events that will help you to realise your career aspirations.

Forward-looking Curriculum
You will learn not just the foundational elements of marketing and
digital marketing but also the advanced components such as
analytics for digital marketers, the future of digital marketing with
components such as AI in Marketing, AI-based Automation, etc.

Peer Learning and Networking

Given the nature of the program, you will meet, learn and build
relationships with some of the leaders in the industry who will embark
on this journey with you. You will also build meaningful connections
with your peers and other industry professionals through networking
that will be beneficial for your career.

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 Program Objectives

Impart a deep understanding of topics

across digital marketing and MarTech
spectrum including analytics for digital
marketers, augmented reality/virtual reality in
marketing, search engine marketing, etc.

Build the next generation of leaders in

digital marketing through a strong
curriculum, case studies and interactions with
industry professionals with over decades of
experience in the industry.

Provide an opportunity to experience a

world-class campus immersion program at
IIT Roorkee and achieve your aspirations by
transforming into a digital marketing and
MarTech expert.

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 Program Curriculum

Introduction to Marketing

Role of Marketing Designing Products and Services

Consumers and Consumption Pricing and Channels

Segmentation, Targeting and Positioning Using Communication to Engage Customers

Digital Marketing Perspective

Introduction to Digital Marketing Basics Revisiting Marketing Mix: Digital Perspective

with Case Study
Digital vs. Traditional Marketing
Opportunities in Digital Marketing in India
Why Care About Digital Marketing?

Understanding the Digital Customer

Personas in Digital Marketing Consumer Journey Mapping Frameworks

Developing, Using and Refining Personas Digital Marketing Mix and Digital Models

The Personas and User Journeys Case-based Discussions

Website Design

Site Content and Design Usability Testing, Launch and Management

Rules and framework

Creating a WordPress/Canva Website

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 Program Curriculum

Search Engine Marketing: SEO and Paid

Basics of SEO: On-page and Off-page Choosing the Right Keywords

Methods and Best Practices for Traffic Keyword Research Tools

Building Google Adwords

Website Optimisation Set Up, Manage and Optimise a Google Ad

Campaign
Use of Backlinks
Google Analytics
Paid and Organic Search

Content Marketing

Content Marketing Ecosystem Content for Blogs and Videos

Using Content for Storytelling Integrated Content Marketing

Content Strategy - Message Architecture Copywriting for Social Media

and Thought Leadership

Producing, Optimising, Distributing and

Integrating Content

Email Marketing

Adding Email to Marketing Strategy Contacts and Lists

Email: Branding and Retention Tools Effective Email Strategy

Email Marketing as a Process

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 Program Curriculum

Social, Mobile and Influencer Marketing

Social Media Marketing - Trends Publishing on Social Media

Social Media Marketing as Content Marketing
Paid, Earned and Shared Media
Social Media Landscape and Platforms - An
Overview
Interacting with Customers on Social Media
Facebook, Instagram and Snapchat Marketing
Twitter, Linkedin and Youtube Marketing
Mobile Advertising

Social Media Strategy and Selecting the Right Influencer Marketing

Channels

Media Planning and Buying

Preparing a Media Brief Types of Advertisements

Key Terminologies Advanced Media Management

E-commerce and Affiliate Marketing

E-commerce Fundamentals and Business Optimising Conversions for E-commerce

Models
Affiliate Marketing
Free and Paid Traffic for E-commerce

Analytics for Digital Marketers

Descriptive, Predictive and Prescriptive Sentiment Analysis

Analytics

Market Basket Analysis

Digital Marketing Strategy and Planning

Digital Communication Strategy Personal Branding in a Digital World

Branding for Digital Communications Getting Ready for Digital Marketing Roles

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 Program Curators
Prof. Kalpak Kulkarni
Kalpak Kulkarni is an Assistant Professor
of Marketing at the Department of
Management Studies, Indian Institute of
Technology Roorkee, Roorkee. Previously
he was associated with Goa Institute of
Management, Goa. He has completed his
doctoral studies at the Shailesh J. Mehta
School of Management, IIT Bombay. His
research deals with understanding
processes and factors that.
www.imarticus.org
Prof. Saurabh
Sourabh Arora is an assistant professor
at DOMS, IIT Roorkee. He worked as an
assistant professor at XLRI, Jamshedpur.
He earned a PhD from IIT Kharagpur and
MBA in Marketing from the University
School of Management, Kurukshetra
University. His areas of interest include
Consumer Behaviour, Showrooming,
Webrooming and Multi-channel
shopping.
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 Certificate

Evaluation will be done through written exams, online exams, assignments, and other
methods.

From the Program Coordinator

Prof. Kalpak Kulkarni

Digital marketing has seen exponential growth in recent years as businesses adapted to
the pandemic era. With the majority of businesses going digital, there is an
indispensable need for skilled professionals who are adept and possess the requisite
skills to succeed in the evolving digital marketing industry. Through this comprehensive
digital marketing program that we’ve built with Imarticus, we are certain that our
learners will be prepared to manoeuvre the latest developments in digital marketing
and create a measurable impact.

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 Program Requirements

Eligibility Criteria
Minimum 50% marks in
graduation/post-graduation.

Admissions Criteria
The candidature of the professionals will be
based on the application submitted and the
final decisions will be made by IIT Roorkee
and Imarticus Learning.

Registration Fee: ` 25,000 + GST

Fee Structure Instalment Schedule
1st Instalment ` 50,000 + GST

Program Fee (Day 0)

` 1,25,000 + GST 2nd Instalment ` 50,000 +GST

(Day 30)

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 About
IIT Roorkee
IIT Roorkee

IIT Roorkee, Indian Institute of Technology - Roorkee is amongst the foremost institutes of national
importance in higher technological education both basic and applied research. Since its
establishment, the institute has played a vital role in providing the technical manpower and
know-how to the country, in pursuit of research. The institute ranks amongst the best technological
institutions in the world and has contributed to all sectors of technological development. It is
considered a trend-setter in the fields of education, scientific research, technology, and
engineering. With more than 170 years of existence, the institute celebrated its sesquicentennial in
October 1996. It was converted to an IIT on September 21, 2001, by an Ordinance issued by the
Government of India declaring it as the nation’s seventh Indian Institute of Technology and an
institution of national importance.

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About
Imarticus Learning
Imarticus Learning is a technology-driven educational
institute that has immense expertise in transforming
careers across industries such as financial services,
marketing, analytics, AI, business analysis and core
technology.

Imarticus is the only institute in the country that uses

dynamic technologies and training methods to impart
knowledge and a state-of-the-art Learning
Management System to seamlessly integrate online
and live learning.

We’ve delivered over 45,000 successful career

transitions and helped 500+ renowned
organizations across the finance and analytics
industries to meet their human capital requirement
and develop highly-skilled individuals that strengthen
their workforce.

500+ 100K

54% 85%

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Application Process

Submit Scholarship
Interview Admission
Application & Offer Letter

Tell us about A telephonic Apply for the Complete

your interview with scholarship the
experience, an industry (not admission
academic expert or an mandatory). If and other
qualifications admission test selected, you formalities
and a bit more that will gauge will receive an within 7
in a detailed your passion offer letter to days of
form. Don’t and eligibility join the registration.
worry, we’ve for the program if you
kept it simple. program. are selected
for the
program.

13
 IIT Roorkee

Connect With Us At:

+91 9319746164
Visit Us At:
imarticus.org

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